Overview base
Levi’s launched an in-store loyalty program with an app in Europe back in 2017. With Levi’s new direct-to-consumer strategy, we had the mission to offer a seamless omnichannel shopping experience to our consumers. It became clear that expanding the loyalty program from in-store to e-commerce is a critical move for us to continue building relationships with our consumers.
In this project, I designed Levi’s loyalty e-comm experience which has been launched in 7 countries in Europe and got translated into 5 languages. I worked alongside a Product designer, a UX Writer, a Product Manager, and Consumer Insights Team.
Role
Product Designer
Duration
November 2018 - March 2019
Tools
Sketch, Principle, Invision
Problem
User Problems
Users want to utilize coins on e-commerce not only just in-store.
📊 Our survey showed that 43 % of the loyalty app users want to utilize the coins not only
in-store but on our e-commerce site.
Business Problems
Users have low engagement on Levi’s loyalty mobile app.
Levi’s 247 Loyalty App that allows customers to use loyalty program in-store.
Discovery
We uncovered a handful of insights from analytics and survey on the mobile app to guide the
site design direction.
Summary
Users are between 30 to 35 who have a higher potential to buy online.
Most of the users signed up for the program in the store, half of them downloaded the
app.Most of the users use the app only for redeeming vouchers and receiving birthday coins.
Users didn’t use other features (Check in to earn coins, enter raffles) at all from the app.
Problem Statement
How might we expand the loyalty program from in-store only to online so that we meet users’ needs and provide a seamless shopping experience?
Customer Journey
In order to visualize the consumer journey online, I did a comparative analysis to get inspiration
on how our competitors run their loyalty programs online. I broke down the customer journey
into five phases. In each phase, I identified areas on our site that need to insert loyalty
content. With several rounds of meetings and discussions, we finally landed on a version that
all teams agreed on.
Ideation
I sketched out and wireframed different interaction models for key experiences on registration, loyalty profile and coin redemption.
Registration
Side By Side
Modal
Loyalty Profile
Layout 1
Layout 2
Coin Redemption
Shopping Cart
Checkout
Sign Up
Easy sign up/upgrade process for new users, existing online account holder, and existing app users.
New/Existing Site User
